Betfred Live Casino

The Brief

Betfred approached Degree 53 to redesign their Live Casino product page to bring it in line with the look and feel of their other e-gaming products: Games, Vegas and Casino. This was a great opportunity to take it to the next level and enhance the casino lobby UX.

The Challenge

The Betfred Live Casino user experience and interface needed to look modern, with great visuals and offer great features to meet customers’ needs. Betfred wanted to highlight more varied content to their customers, so we also needed to consider the layout to position it well on the site. For example, games weren’t advertised as much as they could be, so it was important to find a good balance between displaying marketing elements and product features. Game functionality and support also needed to be updated to offer a more comprehensive gaming experience to customers.

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Betfred Live Casino mobile

The Redesign

Our designers began with analysing the most important areas on the Live Casino page to create a simple user experience and layout to accommodate Betfred’s requirements. They wanted to give banners a unified look to highlight game promotions better. We wanted Betfred customers to instantly recognise that these games belong to the same product.

In terms of usability, we wanted to offer customers a clear navigation to be able to find different games in the Live Casino easily. The team created new carousel banners for the home page that the Betfred team could update with any ongoing promotions. We’ve also expanded the game selection by adding new types, including roulette, baccarat and blackjack, which made it easier to browse. Customers can also search and favourite games, as well as opening the entire list in each section for a full view.

To support new customers, we’ve included lots of info points and tips about the games to help onboard them and understand the terminology better.

As Betfred's customers often use their other products, we wanted to help them review their balance in a detailed format. We implemented the balance module which is also used within Betfred’s Casino product to help customers track their spend.

Technical Implementation

Our developers worked on Betfred’s Live Casino supplier’s API integrations where we improved game functionality to offer instant launch for the majority of the games. Game tiles also display available seats and where relevant, latest roulette numbers, to offer customers more information when entering Live Casino.

It was important to provide easy access and control over the content to the Betfred product team too. Our developers provided CMS control for banners, content and navigation to help them update games and promotions whenever required. In addition, we also added analytics to game launch to monitor which games perform better and track various activities during the customer journey to help improve the product in the future.

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The Result

As a result, Betfred now has a modern and intuitive Live Casino product, with a clear navigation and layout that displays different games. It has a vibrant look and all the games have a distinct Live Casino branding. Customers can easily find different types of games, favourite them and find information about them. They can also keep track of their Casino balance which was a big initiative towards responsible gambling from Betfred.

The Betfred product team can easily manage the page content, promote any games and update everything as and when they need to. They can also learn more about the customer journey thanks to analytics set up within games.

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